It feels as though social media has crept up on us over night and suddenly taken over. It was not long ago when celebrities were a distant myth and the only way to get in touch with them was by going to their concert and waiting for hours by the stage door in the hope of getting an autograph. Nowadays, celebrities are on almost all forms of social media and use it to their advantage, for greater publicity. Of all celebrities followed on social networks, it seems that as a general public we are much more interested in musicians. With more than half of the twitter top 100 being made up of music talents, they have an impressive lead over fashion icons, actors and even sports personalities.
How is it that musicians have such a vast platform? Well, social media is really just the start. Musicians have a 360 degree digital footprint. They can use video platforms, streaming platforms and music stores as well as social networks to make sure that their name is never far away from the music enthusiast.
As an example of a music artist, Beyoncé, who uploads one photo to Instagram a day, has 9.3 million followers. This is just one social network. She is a genius at knowing how to use the entire digital ecosystem to her advantage by being present on almost every network and still keeping the public wanting more. At the Cannes premier of The Great Gatsby last May, it was not Leonardo DiCaprio or even the film that was trending around social networks. The buzz around the internet was eager to find out whether Beyoncé and Jay-Z, the King and Queen of RnB would be attending the premier.
So is it necessary to have a strong presence on social media in order to achieve notoriety? The French Daft Punk would disagree. The Grammy award winners take the “scarcity” strategy in regards to social media, having third parties tweet on their behalf and a limited presence across social networks. Yet, the illusive duo still enjoy huge success and notoriety across the world, their fan base may not be on Facebook or Pinterest but Daft Punk have a huge name for themselves on Music networks. Through YouTube, Spotify and Deezer, Daft Punk is attracting followers by the millions. This way they can ensure that their qualitative content reaches the largest possible audience. People can access a new song the moment it goes public and the buzz around Daft Punk goes on and on.
Different artists of course have different strategies for generating interest in both their music and themselves. The digital ecosystem is complex and gives each artist a choice. What is the best way to create a buzz?
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